Chování spotřebitelů na trhu s produkty pro vybraná domácí zvířata

This diploma thesis deals with consumer behaviour on the market with products for pets in the Czech Republic. It focuses on identification of factors which influence consumer behaviour, needs and preferences of consumers and describes their purchase decision-making. The main source for analysis of consumer behaviour was a questionnaire survey conducted on sample of 372 respondents. The quantitative survey was supplemented with in-depth interviews (n = 12) and mystery shopping. The data were being collected in March 2014. For example, the data showed that when selecting a dog salon the customer is influenced the most by willingness and expertise of the personnel. The survey results allowed to formulate recommendations for retailers on the market products for pet in the Czech Republic